Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to increase viewer engagement and produce dramas that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from network-based television. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they provide tailored content that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only domestically but also internationally. Through these methods, OTT platforms are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing TV shows on digital platforms. This strategy helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, digital platforms are also enhancing their competitiveness by partnering with legacy content producers. Netflix has gained massive international recognition with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV 후후티비2 series and streaming platforms are both fighting for dominance and seeking collaboration through their respective market tactics. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and cross-border content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a wider-ranging and elevated content environment in the future.